Educate and create awareness about unhealthy lifestyles and body figures that the media projects as a reality.
• What is my message?
Question the images that saturate the beauty market. The proliferation and wide acceptance of manipulated beauty are unattainable and damaging to the psyche.
• Who am I trying to target the message too?
The most impressionable age that is susceptible to media manipulation. Also targeting all consumer of images to create an awareness of the artificial product that they are consuming.
• What is my audience target demographic?
Primarily females but no exclusion to males.
Teenagers 13-18
Anyone with access to media outlets such as television, magazines etc.
• What is the best way to reach them?
o High school presentations, programs, posters etc.
o Advertising campaigns similar to DOVE campaign supporting real beauty
o Magazine adds such as cosmo, seventeen that show the fake images
o Facebook
• What messages I am putting out?
o Images are photoshopped and touched up so they are not real portrayals of people
o Beauty is not purely physical appearance, it is inside and out
o Impossible to achieve the modelesque images portrayed in mainstream media – even they are photoshopped
• What change am I trying to bring out?
o Audience perception of media images
o To create a better understanding of how the media portrays images, to get people to understand that it is not real or achievable
• What are the influences I want to bring?
o Ideally to have the media portray images of real people and not just models
o Not doing the touch up’s and photoshopping to the extreme
Marketing the way you do it:
• Objectives
o Reduce the amount of eating disorders in female teens by 40%
o Reduce negative self-esteem issues and cases of depression in females teens by 40%
• Goals
o Educate and create awareness about unhealthy lifestyles and body figures that the media projects
• Audience
o Females,
o Teenagers
o North American/western cultures
o Middle class – upper class
• Key Message
o Images are photoshopped and touched up so they are not real portrayals of people
o Beauty is not purely physical appearance, it is inside and out
o Impossible to achieve the modelesque images portrayed in mainstream media – even they are photoshopped
• Strategy
o Educate our demographic through their school systems
• Tactics
o Presentations
o Posters
o Websites
o “real beauty” campaign
• 30 second commercial
o before/after images
• Measurements
o Tba
Division of labour
• Website – group effort
• Poster - Cheryl Lindsay
• Commercial – alex
• Presentation – marina
• Before/after images – group effort
Cheryl Lindsay
• 20 year old female
• middle child (older sister, younger brother)
• 2nd year CCIT student, VCC specialist
• graphic design, logo design, marketing/advertising
• snowboarding and wakeboarding
• cottage/travel
• friendly, outgoing
• most important thing in life – to be happy with yourself
• What am I trying to achieve with this?
• What is my message?
• Who am I trying to target the message too?
• What is my audience target demographic?
• What is the best way to reach them?
o High school presentations, programs, posters etc.
o Advertising campaigns similar to DOVE campaign supporting real beauty
o Magazine adds such as cosmo, seventeen that show the fake images
o Facebook
• What messages I am putting out?
o Images are photoshopped and touched up so they are not real portrayals of people
o Beauty is not purely physical appearance, it is inside and out
o Impossible to achieve the modelesque images portrayed in mainstream media – even they are photoshopped
• What change am I trying to bring out?
o Audience perception of media images
o To create a better understanding of how the media portrays images, to get people to understand that it is not real or achievable
• What are the influences I want to bring?
o Ideally to have the media portray images of real people and not just models
o Not doing the touch up’s and photoshopping to the extreme
Marketing the way you do it:
• Objectives
o Reduce the amount of eating disorders in female teens by 40%
o Reduce negative self-esteem issues and cases of depression in females teens by 40%
• Goals
o Educate and create awareness about unhealthy lifestyles and body figures that the media projects
• Audience
o Females,
o Teenagers
o North American/western cultures
o Middle class – upper class
• Key Message
o Images are photoshopped and touched up so they are not real portrayals of people
o Beauty is not purely physical appearance, it is inside and out
o Impossible to achieve the modelesque images portrayed in mainstream media – even they are photoshopped
• Strategy
o Educate our demographic through their school systems
• Tactics
o Presentations
o Posters
o Websites
o “real beauty” campaign
• 30 second commercial
o before/after images
• Measurements
o Tba
Division of labour
• Website – group effort
• Poster - Cheryl Lindsay
• Commercial – alex
• Presentation – marina
• Before/after images – group effort
Cheryl Lindsay
• 20 year old female
• middle child (older sister, younger brother)
• 2nd year CCIT student, VCC specialist
• graphic design, logo design, marketing/advertising
• snowboarding and wakeboarding
• cottage/travel
• friendly, outgoing
• most important thing in life – to be happy with yourself